Usually an inexpensive impulse buy found at the grocery or convenience store checkout, chewing gum has evolved to be more than just a sweet, breath-freshening treat. According to a recent gum market report from Global Industry Analysts, Inc. (GIA), gum is an aggressive market, projected to reach an estimated worth of $23 billion by 2017. Nutraceutical and/or functional gums—worth $5.5 billion in 2010—promise and array of health and dental benefits, and have made the value-added gum segment is one of the most promising sectors in the gum industry and is positioned to be a driving growth force in the overall global gum market.

GIA researchers said gums offer many benefits to consumers beyond the simple pleasure of chewingand are gaining recognition as an innovative platform for nutritional dosage delivery system, on par with pills and capsules.“Usage of gum, as an inexpensive and effective medium to deliver medicinal properties to the human body, is the budding opportunity,” they stated. “Owing to the effective incorporation of pharmaceutical ingredients in the gum base, gum acts as an efficient means for dispersing nutraceutical properties into the human body.”

Furthermore, the mechanism of chewing gum enables molecules to infuse into the bloodstream, and gum as a delivery vehicle can disperse minerals drugs, antioxidants and vitamins. “Chewing gum is by far pleasurable and simple when compared to taking injections or tablets,” the researchers said. “With growing awareness, gum is emerging as a substitute to regular pills, hence widening the scope of the gum industry.”

The GIA report found the proportion of new gums with high content of a specific nutrient was estimated at 11.5% in 2010 in the U.S., a significant rise compared to less than 5% share in the previous year. In fact, several gum manufacturers have ventured into the budding nutraceutical sector to capitalize on its potential growth opportunities. “To develop gum products with nutraceutical properties, numerous gum companies are forging various agreements and partnerships with pharma companies,” the company said. “Gum companies are poised to carry out similar endeavors for exploiting the potentiality of nutraceutical sector, thereby developing the gum industry.”

According to the researchers, specific opportunities on the horizon for functional chewing gum-based technology include oral-care probiotics, chlorhexidine, and antacids. Nutraceutical chewing gums are also expected to play a role in the treatment of health conditions such as weight management, immune defense, heart health, joint health and energy.

“In response to the growing health concerns worldwide particularly among the adult population, novel gum products are emerging to offer various dental and health benefits such as curing ear infections, soothing ulcers, fighting cavities, in addition to whitening and strengthening teeth,” GIA said via press release. “As consumers are becoming more health and calorie conscious, surge in sugarless and medicated gums are expected to continue in future.”

The United States has traditionally represented the largest regional market worldwide and the best performing segment within the candy market. The Asia-Pacific market was determined to have the greatest potential, as the majority of young population, increasing urbanization and spending power, and vast potential in developing markets of India, China and Taiwan among others is primed to exhibit the fastest CAGR of 5.7% through 2017.

Historically speaking, the gum industry witnessed a low phase until the emergence of sugarless gum products, which played a major role in the resurgence of the chewing gum market. Over the years, the gum industry, traditionally inclined towards the children and youth population, witnessed a demographic shift in favor of adult consumers. The aging population, higher buying propensity and sluggish growth in kids’ category has prompted the development of more adult-specific products – a trend evident in the ongoing development of functional and medicated gums.

Looking ahead, GIA said future market growth should come from the continued development of value-added gum varieties such as nutraceutical gum and biodegradable gum with health and environmental benefits expand traditional market frontiers, enabling sound growth.

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